NEW YORK, April 24, 2014 /PRNewswire/ -- Innovid today unveiled the next phase of its end-to-end video platform, Atom, as a truly open video ad serving platform that allows brands and agencies to combine Innovid's market-leading video capabilities with other preferred third-party technologies to create, deliver, optimize and measure advanced video on any screen. The foundation of this release is the state-of-the-art open architecture on which new devices and third-party technologies will be integrated and reporting and data modules will be built.
Consumption of video across devices is growing dramatically, as is the level of complexity in running cross-device video ad campaigns. There are countless technological aspects, vendors and offerings that must be considered and implemented – audience measurement and targeting data sources, privacy regulations, verification and viewability solutions, ad measurement and brand surveys, internal agency systems and more. This results in a complex, error prone process with inefficiencies in cost and implementation that is exacerbated across screens, devices, and varying publisher capabilities.
To solve these industry problems, Innovid Atom was built with an open platform that allows clients to integrate third-party technologies and solutions to compliment the proprietary Innovid video offerings. It is also designed with a fully agnostic, neutral approach to media, working with all DSPs and trading desks so agencies and holding companies can have the best cross-screen capabilities regardless of how or where the inventory was purchased, programmatically or otherwise. Innovid Atom's capabilities include:
- Advanced Creative: Innovid's award-winning iRoll interactive and dynamic ad formats are seamlessly integrated into Atom for fast, turnkey creation and launch. The iRoll Studio doubles as a self-service tool for agencies and publishers to build their own responsive, interactive formats for online, mobile, and connected devices.
- Cross-Screen Delivery: With the largest certified publisher footprint and pub-pay program, and ongoing development for the converging world of online and TV, Innovid Atom supports and helps standardize the various specs and requirements for all screens and devices, including proprietary and unique solutions for linear TV, VOD and connected devices
- Addressable Ad Serving: Atom is a central hub to leverage large data sets that enable dynamic ad serving in real time, taking the promise of the right ad to the right person at the right time to a whole new level of personalization, addressability, and optimization.
- Enhanced Verification and Analytics: Atom provides a complete set of data points beyond the industry standard, including verification, viewability, engagement, time earned and other brand lift metrics to determine the success and ROI of video campaigns. Data is represented in a real-time dashboard with one click to Excel downloads and a custom report builder.
Additional features are being built and integrated into Atom and will formally be released in the coming weeks and months.
"We are proud to provide an end-to-end solution to help brands and agencies navigate an advertising industry that is shifting on a daily basis," said Zvika Netter, CEO and co-founder of Innovid. "Cross-platform video opens a new world of brand impact and innovation for advertisers. But to unlock this opportunity, they first have to overcome a myriad of challenges such as fragmentation and short consumer attention span, impression quality and media waste, as well as sifting through the abundance of big data. We address all these issues through Innovid Atom, bringing advanced, scalable, flexible solutions to agencies and advertisers so they can achieve better campaign results with less waste."
"Our open verification program, which integrates the leading verification solutions, is a great example of the open architecture and philosophy behind Atom," said Tal Chalozin, CTO and co-founder of Innovid. "This provides advertisers and agencies with complete protection that includes viewability, fraud, ad blocking, page-level and video player content detection while allowing them to maintain pre-existing relationships with their verification vendors. This is what Innovid Atom is all about."
Innovid delivers advanced video advertising anywhere. Bridging the technological gap between TV and digital video advertising, Innovid simplifies this shifting landscape for visionary agencies and marketers. Atom, Innovid's open, end-to-end video ad platform, gives agencies and brands the power to seamlessly create, deliver, optimize and measure videos across all screens, regardless of the media source. Innovid's interactive, dynamic and addressable iRoll® ad formats and award-winning creative services bring engagement and relevance to consumers, driving superior, proven results. For more information on Innovid's global offerings, visit www.Innovid.com, or connect with us on Facebook, LinkedIn and Twitter.